The trend seems to have started with college students in South Korea earlier this year with celebrities like Rapper Moonbyul rocking the shirt in the music video for her song “In My Room.” Now, they’ve spread everywhere from China to Singapore, Malaysia, and Thailand.

“I think it’s just about the design,” says Korean social media influencer Han Yoo Ra. “People may be aware of the English but they don’t know the deeper meaning or that it’s meant to be political. The word ‘Jesse’ is just cute. It’s nothing more serious than that.”

In fact, the retailers selling the shirts make no effort to provide the context for the shirts. For example, Yuiiyuii, a Korean fashion site, talks about the shirt’s “smart color scheme” and “sensuous lettering” while retailer NSmall sells the shirt alongside the Chupa Chups lollipop logo.